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58302-01 - Kolloquium: Competing in a Simulated Market: Running the Marketing Department 3 KP

Semester Herbstsemester 2023
Angebotsmuster Jedes Herbstsemester
Dozierende Markus Christen (markus.christen@unibas.ch, BeurteilerIn)
Inhalt Marketing is a fascinating field whose challenge lies in making choices and proposing actions based on understanding of human behavior in different contexts. In practice, this knowledge is based on imperfect information about markets, customers, and competitors. Limitations in options and resources add further complications. Marketing hence requires not only analytical skills but also creativity and strategic thinking.

To deal with this challenge, marketing offers various concepts and frameworks. They are not mind-blowingly complex; they are common sense. An apparent challenge can be that there are so many of them. Pulling out the right concept or framework for the right problem at the right time can be overwhelming. Marketing can feel like juggling 10 tennis balls while running in a treadmill with other people throwing tennis balls at you. Coping with this challenge is hard to teach in a regular course; you really need to experience it.

The course is built around MARKSTRAT, the world’s leading business simulation. It gives you the opportunity to apply ideas developed during short lectures as well as the knowledge, concepts and tools from your introductory marketing course over several rounds of decisions, each representing an annual planning cycle. The course has a strong group focus; all your decisions are made within a team of several individuals and let you experience how to integrate diverse opinions into a single strategy.

Click this link to learn more about this course: https://adam.unibas.ch/goto_adam_file_1431046_download.html
Lernziele The objective of the course Competing in a Simulated Market: Running the Marketing Department is to deliver this experience. It teaches you how to make marketing decisions in a dynamic and competitive environment through a business simulation, which requires you to develop and manage a portfolio of brands over several periods (years) in a fast-changing market, where you compete directly against other teams in the class. Through this learning-by-doing approach, the course focuses on deepening your marketing knowledge. In particular, it aims to develop your ability:
• To analyze the situation of a business to identify threats and opportunities, strengths and weaknesses using different marketing resource tools.
• To target, position and grow a portfolio of brands over the product life cycle with different marketing actions.
• To set priorities and make tradeoffs with limited resources to implement marketing actions.
• To see and sense market forces to better anticipate reactions from customers and competitors and achieve your business objectives.
Literatur Will be announced in the course.
Weblink Further Information


Teilnahmebedingungen Passed exams in both courses:
«10125 Vorlesung: Grundlagen der Betriebswirtschaftslehre» and
«23517 Vorlesung: Introduction to Marketing».
Anmeldung zur Lehrveranstaltung 1. The number of participants is limited to 100 ("first come, first served")

2. Please register for the course and the subsequent assignment via this link here https://adam.unibas.ch/goto.php?target=crs_1007828_rcodevVNDyutBg4&client_id=adam from 01.08.23 - 21.09.23. Please make sure that you are registered for the fall semester and have paid the semester fees before you register for this course. Eucor-/ Mobility students and students from other Swiss Universities/ FHs must then also register with a special course registration sheet at the Studiensekretariat (Student Administration Office). Detailed information can be found on the homepage: https://www.unibas.ch/en/Studies/Mobility.html

3. You will be notified on 22.09.2023 by Email if you have NOT been admitted to the course.

4. A deregistration is only possible until the start of the course and as long as you have not used a software license (which will be provided for the course).

5. Your registration will be entered in your Online Services only after the official deadline of the course registration period, i.e. after October 16, 2023.

6. The following applies to everyone: enrollment = registration for the exam/assignment! In case of non-participation after registration it will be noted as "nicht erschienen" in the transcript.

Unterrichtssprache Englisch
Einsatz digitaler Medien kein spezifischer Einsatz


Intervall wöchentlich
Datum 25.09.2023 – 13.11.2023
Zeit Montag, 08.30-12.00 Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Datum Zeit Raum
Montag 25.09.2023 10.15-12.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Montag 02.10.2023 08.30-12.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Montag 09.10.2023 08.30-12.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31
Montag 16.10.2023 08.30-12.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31
Montag 23.10.2023 08.30-12.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Montag 30.10.2023 08.30-12.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Montag 06.11.2023 08.30-12.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Montag 13.11.2023 08.30-12.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31
Module Modul Business (BUS) II (Bachelorstudium: Wirtschaftswissenschaften (Studienbeginn vor 01.08.2021))
Modul: Aufbau Business (Bachelorstudium: Wirtschaftswissenschaften)
Modul: Wahlbereich in Wirtschaftswissenschaften (Bachelor Studienfach Wirtschaftswissenschaften)
Wahlbereich Bachelor Wirtschaftswissenschaften: Empfehlungen (Bachelor Studienfach Wirtschaftswissenschaften (Studienbeginn vor 01.08.2021))
Leistungsüberprüfung Leistungsnachweis
Hinweise zur Leistungsüberprüfung 1. Markstrat Simulation Reports (60%)
1. Markstrat Simulation Reports (60%)
a. Opportunity Analysis (15%)
b. Brand Analysis (15%)
c. Market Analysis & Strategy (30%)
d. Key Learning Report/Final Presentation (40%)

2. Markstrat Simulation Performance (40%)
a. Firm Performance During Simulation (50%)
b. Competitive Position at End of Simulation (50%)
An-/Abmeldung zur Leistungsüberprüfung An- und Abmelden: Dozierende
Wiederholungsprüfung keine Wiederholungsprüfung
Skala 1-6 0,1
Wiederholtes Belegen beliebig wiederholbar
Zuständige Fakultät Wirtschaftswissenschaftliche Fakultät / WWZ, studiendekanat-wwz@unibas.ch
Anbietende Organisationseinheit Wirtschaftswissenschaftliche Fakultät / WWZ